LeTV Zero is enjoying behind the semi-stop: the dreams and dilemmas of time-sharing

LeTV Zeros enjoys the “half-stop” behind the dreams and dilemmas of time-sharing

Yue Yafeng Liu Xiaolin

Recently, on the streets of Beijing, there are some "strange" vehicles that are attracting people's attention. The reason why these cars are "strange" is that their bodies are printed with the words "Zero Pai Le", which shows that their identity is an operational vehicle, but the door is affixed with a "seal" and a sticker is placed in the front windshield. A "declaration" with the company's official seal.

"Declaration" to the effect that "this vehicle belongs to LeTV Travel Car Rental (Beijing) Co., Ltd. leased, our company has taken photos of the status quo of the car, any company and individual may not use without the consent of our company, otherwise our company will Prosecute the relevant responsible person for the corresponding legal provisions such as encroachment, misappropriation, damage, etc..."

This makes people feel a bit strange. Zero Pai Le enjoy is actually a car rental company, its full name is “Zi Pai Le Enjoy Network Technology (Beijing) Co., Ltd.”, industrial and commercial registration information shows that it was established on May 20, 2015, with Chongqing, Shenzhen, Yantai Three branches. Zero Pai Le enjoys official promotional materials, saying that it is the first batch of enterprises in China to enter the time-sharing field of electric vehicles. In December 2015, the products were trial-operated. At the end of April this year, the member registration was fully opened. It is the first mobile phone APP and WeChat in the industry. Internet rental platform with dual platform access.

The business description shows that the zero-send enjoys the ultimate and simple experience. In addition to providing mobile phone verification to open the door and no-network vehicle password lock to open the door to take the car, to achieve a real self-help, the car rental full 0 deposit, first use the car Paid, 24-hour non-stop online and offline services, in addition, full-platform free charging, parking and off-site pick-up and other services.

The reporter of the Economic Observer Online noticed that the vehicles with the logos and the logos were all in more than one place in Beijing. The vehicles originally used for renting were safely parked in the parking spaces previously rented by Zero. There is a car, but why not use it? At the beginning of December, the reporter called the company, and his staff explained that “the vehicle was sealed because of the end of maintenance and zero cloud box upgrade”, but “unsure” when it can be reused.

However, as reporters dig deeper, the problems behind the zero-singing fun are gradually exposed. Under the popularity of the Internet + concept, the Zero Pietra, which was established in 2015, enjoys the three popular concepts of “Internet + New Energy Vehicles + Timeshare Leasing”. It is also an important piece of music that LeTV has in the so-called “travel ecology”. As LeTV was questioned, it was under financial pressure, and the travel items such as the Zero Piece were also frosted.

But it is not just the music of the Le Shi, but in the start-up phase of the time-sharing lease, looking at the difficult living conditions of most companies in the industry, how to break through the various problems in the early stage of the development of the time-sharing project, there is no special Successful examples.

Behind the ice

What is the name of the zero-send music that is easy to use, has a lot of layouts, and is mainly used to pick up cars and save cars? After the on-the-spot verification of the Economic Observer, it was found that the Zero-Pan music enjoys not only the phenomenon of car sequestration, but also the problem of no car rental, business operations are significantly less than publicity. For example, services such as picking up cars in different places can only be realized in Beijing. These outlets are scattered in two places in the East Fourth Ring Road of Beijing, two places between the East Fourth Ring Road and the East Fifth Ring Road, and the other two are distributed in the southwest. Between the four rings and the South Fifth Ring, it is very inconvenient to use.

At the same time, the mobile APP shows that there are less than 10 car outlets for most of the time, but when they go to the site, some vehicles are not parked, and there are vehicles in the East Bridge and Dawang Road in Beijing. But can not be used - because the vehicle has been sealed. A person familiar with the matter told the Observer of Economic Observer that there was no rental license, no car and charging piles. All the vehicles were rented from other people, but they tried to operate. When the economic situation is not good, it will not continue to invest.

On December 13 and 14, the Economic Observer reported the system many times and found that the vehicles owned by the Zero Piece, except for a very small number of pick-up points in the Northwest Five Rings, most of them are concentrated within the 5th Ring, but they are viewed at different time periods. At most times, less than 8 vehicles display blue hooks (available), and the rest are grayed out (not available). For the reason of the "storage" given by the official customer service, a person close to the zero-speaking person revealed a completely different message - "storage" is because of "economic disputes" inside the "lecible".

The "Let's Music" in the mouth of the source is the originator of the "Declaration" of the sealed vehicle mentioned in the previous article, "Le Electronics Travel Car Rental (Beijing) Co., Ltd.". By inquiring about the registration information of the Trade and Industry Bureau, the shareholder of “Zi Pai Le Xiang” is “Faler (Beijing) Network Technology Co., Ltd.”, which is a unit of “LeTV Auto (Beijing) Co., Ltd.” and “LeTV Auto” In the foreign investment of Beijing) Co., Ltd., the reporter also saw the “Zi Pai Le Xiang (Beijing) Network Technology Co., Ltd.”.

The foreign investment of “Zi Pai Lexiang Network Technology (Beijing) Co., Ltd.” includes “Ledian Travel Car Rental (Beijing) Co., Ltd.”, as well as Chengdu Zero Pai Lexin New Energy Car Rental Co., Ltd. and Zero School. Car Rental (Shanghai) Co., Ltd., but the latter two units are in the "survival" status. This means that the latter two are "no name" companies.

A person close to the zero-scores said that in addition to software upgrades, there are also “problems” between the “storage” and the shareholders. He said that Zero Piece does not have its own own vehicles and charging facilities. Most of its vehicles and charging piles are provided by other companies, and some are rented from other companies. Because the contract for renting vehicles has expired one after another, one vehicle has been sealed, and the charging piles and vehicle providers have chosen to end the cooperation due to the problem of funds in the Zero Piece.

"Zero pies are all gimmicks, chasing fashion." The original high-level leasing company in Beijing told reporters. Its former company was the company's earlier e-card pioneer who engaged in time-sharing of new energy vehicles. The reporters have access to the information, and there is no rental qualification on the website of the Beijing Transportation Administration Bureau. This also confirmed the above-mentioned industry insiders to enjoy the time-share lease by renting vehicles. On December 15, the reporter tried to contact the person in charge of the rental office, but did not make a phone call.

LeTV

The “half-stop” of the zero-single enjoyment is the first big hit of LeTV’s ecosystem. In LeTV's huge commercial map, LeTV and its upstream and downstream travel segments are the most important pieces in many of LeTV's segments – in the field of travel, LeTV's auto layout has covered electric vehicles, charging piles. The most popular outlets, such as car networking and mobile travel services, are still expanding.

In the shared car rental, the development strategy of the Zero Pie is also more radical. On the afternoon of May 20 this year, LeTV held a press conference on the 2.0 version of the Zero School in Beijing Competition Park. LeEco Holdings said that it will “make a gamble of 2 billion bets and enjoy the music”. It will invest 2 billion yuan to support the construction of the platform by 2019, and plans to complete the fleet size of 3,000 vehicles by the end of 2016. The layout will be Beijing. There are 7 cities in Shanghai, Shenzhen, Chengdu, Chongqing, Sanya and Yantai.

At the same time, LeEco Holdings also indicated that it will actively seek government cooperation in various regions to complete the layout of 200,000 vehicles in 100 key cities in China within two years; after full opening, by 2020, more than 1 million vehicles will be shared. At the press conference of the day, Zero Piece announced a set of BOM orders. From the data in the figure, the cheapest Chery EQ needs 166 yuan a day. However, LeEco Holdings announced that the pricing of the Zero Pai will enjoy a 50% discount on this basis.

Since then, the Zero Pai Le enjoys the activities of “100 yuan back to 20 yuan, 300 yuan back to 90 yuan, 1000 yuan back to 500 yuan, 5,000 yuan back to 3,000 yuan, 10,000 yuan to 10,000 yuan”. This activity is still continuing. The staff stated that “the part used for recharging will not be refunded if the user needs to withdraw cash after the settlement of the vehicle fee, and the return card will not be withdrawn”.

However, due to the small number of vehicles used, some of the original users have also begun to worry about the promise that the money for future recharge will not be refunded. In addition, due to the small number of vehicles available, some users also expressed that they basically gave up the vehicle platform. Zero Piece enjoys LeTV as a “problem company” in the Leshi industry chain after the issue of the capital chain. In the automotive field, LeEco continues to have associated companies beginning to have their own problems.

Among them, as the most important LeTV car, in November this year, the media was short of funds, and its projects in the United States were suspended. Although Jia Yueting recently said that the funding problem has been resolved by 60% and 70%, the next three or four months will return to normal, but the issue of supplier debt disputes is also being staged recently. In addition, the internal layoffs of LeEco are already in progress.

For example, in the car networking department, a large number of people left the company recently. LeEco previously released the ecolink car networking brand and was installed on the EU260 of Beiqi New Energy, but this system was seriously criticized by users. And the companies that cooperate with them, including Beiqi New Energy, have long been silent about the hand of the year.

Previously, the easy-to-rent car rental (the subsidiary of LeEco), which has been widely promoted, now has operational problems. Some sources told reporters that due to the impact of LeTV funds, it was easy to continue the large-scale "subsidy war" that had been carried out on a large scale, and the number of recent models for renting cars has also decreased. "I have already charged 10,000 yuan in taxi fares. I have found that it is not easy to get some information recently. I recently took a taxi every day and thought about spending it quickly." Consumers who are not at ease assured the Economic Observer.

Time-sharing rental problem

In addition to the problems of LeTV itself, in fact, the concept of hot timeshare rental is not developing smoothly. "Car rental is not convenient at present. You can't just return the car in a different place, you have to open to the outlets, and there are fewer outlets." A corporate person also frankly told reporters. "Time-sharing is very difficult. First of all, you have to buy a car and have depreciation. If you have a parking space, it is more expensive. Unlike France and Germany, it is a market-oriented action by the country's matching resources." Fan Yongyao, executive director of China Car Rental Association Said.

Fan Yongyao has been engaged in car rental for more than 20 years. When he started to test the moisture in 2014, he was the earliest early adopter in the industry. In Fan Yongyao's analysis, in addition to vehicle purchase, labor and other costs, time-sharing leases also charge charging service fees, Internet software development and maintenance APP fees, vehicle maintenance and other expenses. “There are 6 large expenses and 9 expenses together. In addition to operating income, there is no other income for time-sharing. The basic characteristics of this industry are high cost and large investment.” “Accounting, big and small The cost adds up, the existing companies are losing money," Fan Yongyao said. A former employee of Eka Pioneer told the Observer of Economic Observer that due to the limitation of the index, the time-storing company of the car is very limited. There are 300 vehicle license plates in the card pioneer, and one is scrapped, leaving only 299, but only 299 Operating is very difficult. “Now all time-sharing leases are not well-known. Easy card is the first in Beijing, and it is also relatively large, but development is also very difficult,” the employee said.

But more often than not, time-shared leasing has no car. "Zero faction has no brand, no car, charging pile, all vehicles are rented from other people, just try to operate." A person familiar with the matter told the Economic Observer. "They rented some cars and tried it, so it won't work." But some companies have found "big trees." These companies cooperate with Drip and Tide, and Didi expands the fleet of operating vehicles by leasing these time-shared companies. “There are still many companies that don’t have a car, rent a car to a company like Eka, and then give the driver to Drip.” A middle-tier leasing company in Beijing said. It is understood that the drip car driver likes to rent electric cars, which can reduce a lot of costs. “The rental of electric vehicles is similar to the cost of car rental for fuel vehicles, but the cost of use is low, which can save about 50% of the cost.” The above-mentioned person told reporters. "Our company has tried to install a few outlets that can return to the same place, but no one cares. Because after all, there are fewer outlets, and consumers are inconvenient to use." A senior executive who asked not to be named told reporters why No more layout, the executive said: "Because of the impact of charging piles, parking spaces and input costs, time-sharing leasing still faces many limitations. The timing of the development of electric vehicles at the current stage is not mature."

Fan Yongyao told reporters that the current bicycle rental income of the time-sharing industry does not exceed 100 yuan, and the basic income is between 70-80 yuan. This is far from the cost coverage. Despite this, he believes that time-sharing is still the most "money-making" business in the future. "With so many difficulties, profitability is still far from hope. Why do you want to do it? Because this is a big trend, the big trend in the long run."

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